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Establishing, Managing and Protecting Your Online Reputation eBooks

New Book by Kevin Pho, MD ( and Susan Gay Explains How to Take Control of Your Online Presence. Foreword by Robert Wachter, MD.

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Don't Let Internet Critics Spoil Your Reputation

Establishing, Managing and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices

Establishing, Managing and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical PracticesOnline health information combined with social media channels like Twitter and Facebook has created a new generation of patients. They are empowered. They have a voice in their own care that they never had before. And more are using social media and physician review sites to choose their doctor or medical practice. Given these stakes, you can’t afford to leave your online reputation to chance.

Kick off your social media efforts today with Establishing, Managing and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices, a comprehensive resource not available anywhere else. In addition to unique insights from practicing physician and social media pioneer Kevin Pho, MD, this book offers doctors a step-by-step guide on how to use social media to manage an online reputation. It also provides insider tips on how to respond to online ratings and a guide to work with all of the major physician review sites. Don’t let others define you on the web. Take control of your online reputation now!

From the Foreword, Robert Wachter, MD says, "… whether we like it or not, our online reputation is becoming the main prism through which we will be known – to colleagues, to friends, to patients, to prospective employers … With this realization comes the recognition that we can no longer afford to be passive observers of our online persona."

Notable Features

Notable Written by Kevin Pho, MD and Susan Gay. Dr. Pho's blog,, is social media's leading physician voice, with over 100,000 subscribers on Facebook, Twitter, Google+, LinkedIn, and RSS. He is a contributor to USA Today, CNN, and the New York Times, and has been cited regularly by major media.
Notable Backed by evidence, enhanced with stories! Anecdotes and case studies from social media leaders like Vineet Arora, MD, Katherine Chretien, MD, Natasha Burgert, MD, Dave deBronkart, Susannah Fox, Howard J. Luks, MD, Kerri Morrone Sparling, Wendy Sue Swanson, MD, and Bryan Vartabedian, MD.
Notable The Foreword is written by Robert Wachter, MD, Professor of Medicine at the University of California, San Francisco. His blog, Wachter's World, is one of the nation's most influential, and Modern Physician has ranked him as one of the 50 most influential physicians in the U.S. for each of the last five years, the only academic physician to achieve this recognition.
Notable Endorsements from Abraham Verghese, MD, Eric Topol, MD, Jerome Groopman, MD, Pamela Hartzband, MD, George Lundberg, MD, Paul Levy, Sandeep Jauhar, MD, Mike Sevilla, MD, Susan Turney, MD and many others.

What the book covers:

Notable Why an online presence is important for doctors.
Notable How patients use social media to find physicians and medical practices.
Notable A step-by-step guide for how practices can brand themselves on the major social media sites (LinkedIn, Facebook, YouTube, Twitter, Google+, blogs) and drive Google traffic through content.
Notable Profiles of the major ratings sites, including Vitals, Yelp,, Angie’s List, ZocDoc, Healthgrades and Google+ Local.
Notable Tips to protext and manage your online reputation.
Included How to respond to online reviews.
Included Online professionalism guidelines and best practices.


Benefits Unlike guides written by professional marketing gurus, this book offers dozens of stories and case studies from the perspective of practicing physicians and engaged patients.
Benefits Online reputation management advice is often scattered on the web, requiring time and effort to find. This book consolidates this information in a single, handy resource.
Benefits Doctors and office managers know they need to "get involved with social media" but don’t know how or where to start. This book allows them to immediately tap into authoritative insight – in a calming way – not in an alarmist manner.
Benefits Instructions on how physicians can proactively create content and harness the power of social media to define an online reputation and provide better care for patients.
Benefits The practical format allows the reader to pick and choose from the sections most important to their practice.

Table of Contents

Chapter 1: Disrupting the Healthcare
Social Media Is Not a Passing Fad
Consumers Do More than Look for Health Information Online
E-Patients: A New Breed
It's Still About the Doctor-Patient Relationship
Why Social Media Should Be Important to YOU
How Significant Are Online Doctor Reviews?
Can You Afford to Ignore Ratings and Social Media?
Reviews Are More Positive than You Think
Can Online Ratings Be Compared with Clinical Outcomes?
Large-Scale Initiatives Using Patient Ratings
Working Toward a Healthcare Partnership
Chapter 2: Your Online Reputation
How Patients Find Doctors Today
Why Your Online Identity Is Important
Getting to Know You
Not Everyone Is Convinced that Doctors Need a Strong Online Presence
Your Career Also Depends on Your Online Reputation
First, Do No Harm; Second, Get an Online Profile
What Search Engines Should You Use?
Chapter 3: Defining Your Online Identity Through Social Media
Social Media Can Be a Powerful Tool
Curate, Connect, and Make a Difference
The News Media Don’t Paint a Positive Picture
Establishing a Social Media Strategy to Create Your Own Content
Lurking as a First Step
Three Physician Social Media Success Stories
Chapter 4: Creating Your Digital
Branding Strategies
LinkedIn: Your Professional Network
Facebook: Connect and Share
YouTube: Broadcast Your Practice
Twitter: What’s Happening Now
Blogs: Your Social Media Hub
Google: Mapping the Future
Chapter 5: Rating Sites
Angie’s List
Google+ Local
Healthcare Reviews
Insider Pages
Chapter 6: Safeguarding Your Online Reputation
Making Social Media Work for You: Search Engine Optimization
Patient Satisfaction Is Now a Vital Metric
Set Up Alerts
The Scope of Online Reviews
Focus on the Positive
Invite Your Patients to Write Reviews
Use Reviews to Improve Your Practice
How to Respond to Negative Reviews
Don’t Stuff the Ballot Box
Lawsuits Are Not the Answer
Gag Orders Don’t Work Either
Outsourcing Reputation Management
Chapter 7: Professionalism in the
Digital Age
Updating the Rules of Professionalism
Guide, Inform, and Teach
Protect yourself with a Social Media Policy and Disclaimer
A Higher Standard than HIPAA
Professionalism Applies to Physician-Only Sites Too
Communicating with Patients
Don’t Let Your Personal Social Media Life Distract You
Special Considerations for Young Practitioners, Residents, and Students
Navigate the Online Waters Mindfully
Chapter 8: Connect and Be Heard: My Journey from Social to Mainstream Media
It All Starts With You
The Time Was Changing
Crash Course in Health Policy
The Traditional Mainstream Media Is Calling
Opening the Social Doors
The Humanization of Medical Professionals
Changing Public Perception One Blog, Tweet, and Status Update at a Time
From Social to Mainstream Media
Be Ready for an Opportunity
Join the Conversation
No Training Required
Learn from Others in Our Field
 Make a Difference in Healthcare
About the Authors:

Kevin Pho, MD is a board-certified internal medicine physician and founder of, which Forbes called a “must-read health blog.” Klout named him the Web’s top social media influencer in healthcare and medicine, and CNN named @KevinMD one of its five recommended Twitter health feeds.

Transforming his social media presence into a mainstream media voice, he has been interviewed on the CBS Evening News with Katie Couric, and his commentary regularly appears in USA Today, where he is a member of its editorial Board of Contributors, as well as CNN and the New York Times. His opinion pieces highlight the challenges real world doctors face, ranging from the primary care shortage to the epidemic of physician burnout.

His dual perspectives as a practicing physician and a healthcare social media leader contribute to his unique social media journey. He shares his story in keynotes nationwide, with audiences that include the PRSA Health Academy, Healthcare Internet Conference, Massachusetts Medical Society, American Academy of Otolaryngology, Texas Medical Association, National Council for Community Behavioral Healthcare, and PAINWeek.

Kevin practices primary care at Nashua Medical Group in Nashua, New Hampshire. He received his medical degree from and completed his residency at Boston University School of Medicine, and is a member of the New Hampshire Union Leader’s 2010 class of New Hampshire’s 40 Under Forty. He lives in Nashua with his wife and two daughters.

Susan Gay is a medical publisher and content strategist with over 25 years experience in medical publishing leadership. Known for her foresight and vision in creating groundbreaking publications, she has published several hundred books, journals, and multimedia products, many of them market leaders. Her creative imprint can be seen in such pioneering works as The 5-Minute Clinical Consult and the Netter Collection reference works. As Vice President and Publisher at Williams & Wilkins (now Wolters Kluwer Health), Susan was the first clinical publisher to apply branding strategies to a clinical publishing program. Earlier in her career, she was an award-winning editor at Mosby and served as president of the American Medical Publishers Association.

As the digital era began to fundamentally reinvent medicine and healthcare delivery, Susan created her own firm to focus on providing multichannel content, creating greater brand awareness for professional information products, and helping publishers and societies extend their existing portfolios. She has worked with many companies and societies in the medical field including: American Medical Association, American Academy of Pediatrics, Sage Publications, Medcases, Springer, MediMedia, Lippincott Williams & Wilkins, Elsevier, Harcourt Health Sciences, and Thomson-PDR.

Through it all, Susan has had a keen eye toward the forces that shape medical practice. With a knack for identifying trends, Susan is known for recruiting and collaborating with cutting-edge authors to deliver much-needed information to practicing physicians. Today, she is focused on the digital future of healthcare and all that it means for clinical medicine, medical education, and information delivery. She has leveraged her experience in creating brands of information to help individual medical practices establish their own brands on the Web. Her partnership with Kevin Pho on this book has been instrumental in shaping one of the most important emerging concepts in the practice of medicine—that of creating a personal brand through social media.

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